Outreach marketing

Growing a young business is challenging, especially when it comes to lead generation on a tight budget. If you’ve tried everything and seen little progress, consider outreach marketing! 

It leverages third-party recommendations to build trust and interest in your product or service. Through marketing outreach, your business gains fans, visibility, and credibility – the essential ingredients for lead generation, growth, and trust.

Sound appealing? Reason on! 

What is outreach marketing?

Outreach marketing, also known as influencer marketing, is a B2B strategy where companies connect with individuals or businesses that have a significant online presence in their target market. The goal is to sprinkle their brand into the lives of others by leveraging influencers’ reach and credibility. 

Outreach marketing tactics include sponsored content, product reviews, guest blogging, social media mentions, endorsements, and collaborations. This blend of tactics enhances brand visibility, reputation, and customer trust, helping you gain increased engagement and conversions.

Benefits of outreach marketing 

Since now you’re more familiar with the notion, here’s how outreach marketing can spice up your lead database, social proof, and lots more! 

  1. It boosts your lead generation.
    Especially tasty for small businesses, outreach marketing grants access to bigger audiences through collaborations with established brands or influencers. A whopping 71% of marketers agree that it yields higher-quality customer and traffic quality than other sources. Besides, 82% of brands report obtaining better “quality” leads from influencer campaigns.
ROI from influencer marketing
Source: Smart Insights with a reference to MediaKix
  1. It saves you money!
    Outreach marketing is highly cost-effective compared to traditional advertising. By utilizing existing resources like customer databases and social media followers, you can directly engage with your network, reducing expenses on lead generation and customer acquisition.
Outreach marketing benefits

  1. It improves your SEO efforts.
    Outreach marketing helps you gain Google’s trust by earning links from reputable websites, leading to higher rankings in SERPs.
  1. It promotes & diversifies your content.
    Outreach marketing enhances online presence through partner promotion, freeing you to focus on content quality. Collaborating with influencers offers diverse content formats like videos, blog posts, and social media posts, leading to 60% more engagement than branded posts.
  1. It helps you foster collaborations.
    Outreach marketing’s main benefit is building connections with influencers and like-minded brands. For small businesses, collaborating with other companies is crucial for raising brand awareness and expanding their network.
  2. It boosts your authority & reputation.
    Influencer endorsements create social proof, with 61% of consumers trusting them more than brand-produced content. Amplifying word-of-mouth recommendations through influencer outreach can increase brand awareness, engagement, and conversions.
  1. It drives a more targeted audience.
    Outreach marketing offers quality targeting as influencers have engaged audiences aligned with your target market. Carefully choosing relevant influencers ensures your message reaches those most interested in your offerings, without needing to pay for mega influencers with over a million fans. 
Outreach marketing benefits

  1. It makes your brand more authentic.
    92% of consumers trust people in their circles, and influencers are considered part of that circle. Their personal connection with the audience makes their recommendations authentic, resonating with consumers and increasing the likelihood of conversions and sales.

Outreach marketing types

Outreach marketing isn’t a one-dish wonder. It’s a full-course meal with various flavors you can benefit from. From collaborating with influencers to bloggers, vloggers, or social media personalities, there are more avenues to explore. 

Let’s take a tour through the different types of outreach marketing:

Email outreach 

In the world of digital communication, email outreach remains highly effective. With over 4.1 billion daily email users, it’s a top choice for reaching potential customers. Utilize newsletters, promotional offers, personalized recommendations, event invitations, and follow-up emails to nurture leads and maintain relationships.

But what if your email list feels like a barren desert? Building it is vital for effective outreach. If you’re struggling, using specialized tools like Snov.io is the fastest and safest way to discover valid emails of your leads. 

This versatile tool has everything you need for each stage of your email outreach, from hunting down prospects’ emails to verifying them. 

Its extensive Email Finder searches for contacts individually or in bulk through names, companies, social profiles, domains, URLs, websites, and search results. And the built-in Email Verifier ensures you’re reaching out to valid email addresses only. It’s like having a filter that sifts through the digital noise.

Email Finder

Social media outreach 

Using platforms like LinkedIn, Facebook, Instagram, Twitter, TikTok, and YouTube isn’t just for posting cute cat videos. They’re part of the robust marketing strategy. Share engaging content, run paid ads, host contests, and engage with followers for effective management.

LinkedIn outreach 

Having 900 million worldwide members and 310 million active monthly users, LinkedIn is more than just an online resume. It’s a compelling addition to your outreach marketing strategy. Preferred by 91% of marketing executives for content, it simplifies B2B lead targeting with details on over 58 million companies that match your ideal customer profile.

But reaching out on LinkedIn can be a slow dance. Manual outreach is time-consuming and may lead to LinkedIn limitations on connection requests and InMails, as well as potential ghosting from leads.

No worries, we have a game plan: Combine email outreach with LinkedIn outreach

Step 1: If your LinkedIn connection request goes unconfirmed for days and there’s no other contact info in the prospect’s bio, get back to basics: find their email address. Tools like the LI Prospect Finder extension let you collect prospects’ emails right from the comfort of any LinkedIn page! 

Just hit the LI Prospect Finder icon in the upper right corner, and voila! The tool will start collecting emails from LinkedIn search pages, company pages, profile pages, you name it! Your only task is to press the ‘Find More Emails and Save’ button, and your emails will be collected in a separate list so that you won’t miss out on any of your leads. 

LI Prospect Finder

And the best part? It provides pre-verified emails so that you know they’re valid. No more sending messages into the digital void!

Step 2: Yay! The emails are there, so it’s time to follow up. Send a friendly reminder about your connection request or InMail message. Since professionals check their email about 15 times a day, they’re bound to notice. It’s like giving them a gentle nudge, “Hey, remember me?”

To stay on top of it, consider using automated follow-up sequence tools like Email Drip Campaigns by Snov.io. It’s great at designing personalized email sequences that are powered with special triggers, notifying you whether your lead has opened the email or replied. Saves you tons of time; check it out! 

Email Drips

Overall, when combined, email outreach and LinkedIn outreach bring great results in terms of lead generation. Simply because you kill two birds with one stone: bypass LinkedIn limitations and nurture your leads! 

Facebook outreach 

Let’s talk about Facebook. Boasting a vast user base of 2.99 billion people and advanced data analytics, it’s not just the largest social media platform worldwide but arguably the prime digital ground for outreach marketing.

Think about it: 15% of Facebook users shop directly on the platform. That’s more than the entire population of Europe! Okay, maybe I’m exaggerating a smidge, but you get the idea. 

Considering that 44% of users admit that Facebook plays a part in their shopping decisions, Facebook outreach is a sound way to find more leads on a daily basis. 

Here are a couple of hacks to use: 

Facebook outreach

*Before you start your Facebook outreach marketing campaign, make sure your profile screams “professional.” Introduce yourself, highlight your services, showcase your achievements, and don’t forget to include your contact information.

Instagram outreach 

Want to reach opinion leaders? Instagram is key! Working with influencers guarantees B2B product exposure to the right audience. With 75% of users indicating Instagram’s influence on their purchase decisions, it’s a platform ripe for strategic engagement. 

Social media engagement rates (by followers)
Source: SocialSprout with a reference to Socialinsider

But how do you use Instagram outreach to get more leads? Here’s a professional guide to making your Instagram outreach effective and targeted:

Instagram outreach

TikTok outreach 

TikTok has skyrocketed in its business potential, matching Facebook’s buyer penetration at 37% in 2023. Particularly dominant among Generation Z, TikTok has evolved into a bustling marketplace of ideas, products, and potential leads

Social buyer growth on social media platforms
Source: eMarketer

And while catchy tunes are the backbone, effective marketing on this platform goes beyond a well-timed dance move. Let’s break it down:

TikTok outreach

*Remember, TikTok’s algorithm prioritizes content that keeps users engaged and encourages participation. Focus on creating content that is authentic, entertaining, and tailored to your target audience.

Twitter outreach 

With 54% of Twitter’s audience ready to splurge on new products, it’s an unsung hero treasure for lead generation. Here are a few pointers to help you ace Twitter outreach: 

Twitter outreach

*Note, please, effective Twitter outreach is not just about self-promotion but also about building relationships and providing value to your audience. 

YouTube outreach 

Boost leads through YouTube outreach! Create short, informative videos with high search traffic potential on your channel. Build relationships by reaching out to other YouTubers, viewers, and influencers. Collaborate, increase subscribers, and gain exposure for your channel with these steps:

YouTube outreach

Content marketing

Creating standout content is akin to a gourmet meal: precise, rich, and memorable. From blog posts to podcasts, distribute across websites, social platforms, emails, and guest blogs. Find your audience’s niche and establish your presence there.

Event marketing

Consider events as business’s red carpets. Whether playing host or guest, it’s the arena to flaunt products, give engaging presentations, and weave a network of valuable contacts.

Partnerships and collaborations

Pairing up in business can amplify outcomes. Collaborate with complementary entities, co-host events, and launch combined campaigns.

Public relations (PR)

Utilizing PR tactics to generate media coverage and increase brand visibility. This may involve issuing press releases, pitching stories to journalists, arranging interviews or media appearances, or participating in community initiatives or charitable events.

Referral programs

Your satisfied customers can be brand ambassadors. Offer them a nudge and perks to refer, transforming their loyalty into new prospects for you.

Whoa, too much outreach marketing theory, huh? But how do you put everything into practice? Here are a couple of prompts to help you build a solid foundation for your outreach marketing strategy. 

Unleash the power of outreach marketing strategies

To define your strategy, focus on the direct benefits of outreach marketing. Match these benefits with a list of activities to cover your specific needs like lead generation, SEO, or brand awareness, for instance:

For lead generation 

Remember our chat about weaving social media outreach with email tactics for max lead gen? While LinkedIn is the prime contender, this strategy can be applied to all sorts of social media, provided you’ve figured out a way to find your prospects’ emails. 

You can do it manually or automate both your email search and email marketing using email lookup tools like Snov.io Email Finder or other email marketing automation platforms available online. 

For SEO 

Ah, SEO. It’s like the backbone of the digital universe, ensuring your content doesn’t get lost. When your outreach efforts align with effective SEO strategies, you can maximize the impact of your campaigns and generate more organic traffic.

  • Backlinking. Backlink outreach is reaching out to other website owners to get backlinks to your site, boost SEO, and increase visibility. A bit of research using tools like Ahrefs or Moz will show the websites with good domain authority worth reaching out to. And when you do, personalize emails, explaining why your content adds value to their readers. 
  • Blogger outreach. Partner with bloggers who resonate with your niche to leverage their content creation skills, expand your brand’s visibility, and generate leads. When reaching out, avoid generic messages and tailor pitches to their interests and needs. And hey, a little backlink nudge won’t hurt!
  • Social mentions. Boost SEO with social mentions by creating share-worthy content like blogs, videos, infographics, or guides. Valuable content encourages people to share it on social media, driving organic traffic and increasing visibility.
  • Testimonials. Ask satisfied customers for detailed testimonials about their positive experiences with your product. Create a dedicated webpage to showcase them in visually appealing formats like quote boxes or videos and optimize the content with relevant keywords for better SEO.
  • AMAs (Ask Me Anything). Host an ‘Ask Me Anything’ to turn the SEO spotlight on user engagement. Select relevant topics that resonate with your target keywords and pick the perfect venue – your website, social media, or webinars – based on where your audience loves to hang out. And like any good host, promote the AMA party through every channel you have.
  • Roundup posts. Roundup posts compile insights from multiple experts on a specific topic, offering readers diverse perspectives. Seek out valuable experts in your industry, reach out with a personal note, and invite them to contribute, emphasizing the exposure they’ll gain from being featured.
  • Infographics. Infographics outreach is about turning data into art. Create visually engaging pieces that pack fresh stats or insights tailored for specific audiences and promote them on social media, infographic directories, and use relevant hashtags. 

For brand awareness 

While the mentioned strategies boost brand awareness, there’s always more to do for a complete outreach marketing journey!

  • Community engagement. Engage in online communities and forums to establish credibility, share expertise, and build relationships with the target audience. Share valuable secrets, answer questions, and provide assistance to generate interest in your product.
  • Networking. Sharing your brand’s journey, values, and unique selling points leads to the best kind of marketing – the word-of-mouth kind. Plus, networking opens doors for epic collaborations. Imagine joint campaigns, co-hosted events, and content partnerships that expose your brand to new audiences.
  • Event hosting. Host events to position your brand as an industry leader, curating content and inviting influential speakers. Showcase your brand’s unique qualities and establish authority over competitors. Events are highly shareable, amplifying your reach through social media and tapping into new audiences.
  • PR. Harness PR to boost your brand visibility and media coverage. Craft compelling press releases, pitch stories to journalists, and take center stage with interviews. Oh, and don’t forget to be the brand that gives back, engaging in community initiatives or charitable events – because good deeds make good headlines.
  • Giveaways. Everyone loves a surprise, especially if it’s a giveaway. They attract new potential customers, providing a chance to collect contact info for lead nurturing, which builds relationships and helps convert them into loyal customers. Additionally, giveaways create positive brand associations as people appreciate brands that provide value.
  • Referrals. There’s nothing quite as genuine as a friend’s enthusiastic “You HAVE to check this out!” Referrals not only introduce your brand to new audiences but also tap into existing customers’ networks and expand your reach.

Effective outreach marketing tools to consider 

With so many ongoing tasks on outreach marketing, no wonder you might feel tired even before starting! Well, if you can’t delegate, automate! This is exactly why you need reliable outreach marketing & lead generation tools to help you take a breather whenever the workload piles up! Check out our top 5! 

  • Snov.io. Snov.io offers a suite of features for sales outreach, ranging from blogger engagement to cold email automation. With over 2,000 integrations, it’s a versatile tool designed to simplify outreach. Their diverse pricing options, including a freemium version, cater to different needs. They also boast a respectable 4.5/5 rating on G2.
  • BuzzSumo. BuzzSumo allows users to discover trending content, assess competitors, and measure the effectiveness of their content strategy. Multiple pricing tiers cater to varying needs, from individual content creators to larger enterprises. It’s well-regarded, with a 4.5/5 score on G2.
  • Respona. Respona combines several tools necessary for effective outreach, be it link building, PR, or traditional outreach marketing. The platform offers an array of features and has a noteworthy G2 rating of 4.8/5.
  • Agorapulse. Agorapulse simplifies social media tasks. From analyzing performance metrics to managing user engagement, this tool has it covered. Various pricing options, complemented by a set of free tools, make it a top pick. It also holds a 4.5/5 G2 score.
  • Upfluence. Upfluence provides a platform to discover, engage, and measure influencer collaborations. The ability to analyze campaign results ensures that brands can optimize their influencer marketing efforts. It’s flexible in its pricing and has earned a 4.6/5 rating on G2.

Wrapping up

Navigating the multifaceted world of outreach marketing can be challenging, but when armed with the right strategies and tools, success is within reach. Whether you’re bolstering your brand awareness, honing your SEO practices, or generating leads, understanding and implementing effective outreach techniques is crucial. 

Couple that with the power of top-tier digital tools, and you’re not only set to engage your target audience but also to create lasting relationships and a strong brand presence in the market. As you embark on or refine your outreach journey, may these insights guide your path to tangible results and marketing success. 

Here’s to making waves in the world of outreach!

Frequently asked questions

  • What is outreach email marketing?

    Outreach email marketing refers to the practice of using email as a means of reaching out to potential customers with the goal of building relationships, promoting products, and generating leads. It’s a targeted approach that involves sending personalized emails to individuals or businesses who may have expressed interest in your offerings or fit your target audience profile.
  • Email outreach marketing vs. outreach marketing

    Email outreach marketing focuses on using email as the primary communication channel with compelling subject lines, personalized messages, and tracking interactions using email metrics. Outreach marketing is broader, including various methods like social media, events, and face-to-face meetings. It aims to build connections, raise awareness, generate leads, and promote products.
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